UK – Biggest Brand Movers – August 2021

BBC Sports and BBC Sounds have claimed the top two spots in the August edition of YouGov’s Biggest Brand Movers in the UK. Biggest Brand Movers is a monthly feature highlighting the ten brands that have registered statistically significant improvements across the most brand metrics.

BBC Sport, which broadcast the Tokyo Olympics in the UK alongside Eurosport and the UEFA Men’s European Championship, made marked improvements in 11 out of the 13 YouGov BrandIndex metrics that are taken into consideration. The brand registered upticks in every Brand Health metric (Quality, Value, Impression, Reputation, Satisfaction and Recommend) and Purchase Funnel metrics (Consideration, Purchase Intent and Current Customer).

BBC Sounds, whose audio coverage of the Games and the Euros complemented Beeb’s visual and written output, made improvements in eight metrics – Awareness, Buzz, Quality, Reputation, Satisfaction, Recommend, Consideration and Current Customer.

Travel services brand Kuoni, which recently appointed presenter Simon Reeve as an ambassador, also registered upticks in eight metrics, including all Brand Health ones. The Switzerland-headquartered brand recently announced a tourism package to the Caribbean Island of Dominica for the first time.

Abbey Autoline (previously known as Abbey Insurance Brokers), Northern Ireland’s biggest insurance broker, also made gains in eight metrics. The improvements across a diverse set of metrics might have something to do with the renewed effort the brand has put into customer relations since the start of the pandemic.

Two prominent packaged food brands – Nando’s PERInaise and Dole – are next on the list with improvements in seven metrics each. Coincidentally, both brands saw improvements in Awareness, Impression, Satisfaction, Recommend, Quality and Consideration. Additionally, Nando’s PERInaise also registered growth in Value scores, while Dole gained in Buzz scores.

High Street retail brand HMV, which recently announced plans to celebrate its 100th birthday with an in-store Ed Sheeran gig and a handful of store openings, gained in Ad Awareness, Word of Mouth Exposure, Buzz, Value, Impression and Satisfaction.

Delivery services brand Hermes registered upticks in every Brand Health metric. The upticks come in the wake of news that the brand is exploring self-driving delivery vehicles in conjunction with Ford.

V8, the beverage brand with an emphasis on healthy options, also made gains in six metrics – Quality, Value, Impression, Satisfaction, Recommend and Consideration. Rounding out a rather productive month for food and beverage brands, Mattessons Fridge Raiders made positive movement in its Buzz, Value, Reputation, Satisfaction, Recommend and Current Customer scores.

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Methodology

Data for the Biggest Brand Movers in May compared statistically significant score increases across all BrandIndex metrics between June and July 2021. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:

Media Metrics

Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks

Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks

Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)

Brand Health Metrics

Awareness – Whether or not a consumer has ever heard of a brand

Quality – Whether a consumer considers a brand to represent good or poor quality

Value – Whether a consumer considers a brand to represent good or poor value for money

Impression – Whether a consumer has a positive or negative impression of a brand

Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand

Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand

Recommend – Whether a consumer would recommend a brand to a friend or colleague or not

Purchase Funnel Metrics

Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product

Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product

Current Customer – Whether a consumer has purchased a given product or not within in a specified period of time

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